How to Develop a More Effective Marketing Strategy

This chapter’s objective is to help you conduct a marketing gap assessment so you become more aware of where you can be more effective with your marketing efforts. This may be a frustrating, but enlightening, process for you. If you can be objective and step out of the framework in which you have been thinking about marketing, you are going to see that your firm has probably wasted a lot of marketing dollars, because your marketing team, and advertising and public relations agencies, are probably focused more on tactics than strategy. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.